By Gillian West | Social media manager

August 29, 2013 | 1 min read

Mondelez-owned chocolate brand Milka is challenging its French consumers to ‘Dare to be tender’ by donating the last square of their chocolate bar.

To communicate the brand message of ‘Dare to be tender’ Milka removing one piece from each chocolate bar and inviting consumers to either claim the piece back for themselves or donate it to a loved one using a bespoke microsite.

Based on the belief that the last piece of chocolate is always the best those who choose to donate theirs to a loved one will be able to send the piece to them complete with a personalised message.

In order to produce Milka bars with a missing piece Mondelez had to change the entire manufacturing process of the Milka chocolate bar. More than 10 million special bars are due to be made and sold over the promotional period.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up
Advertising

More from Advertising

View all